As the Head of Subscriptions Development, I drive the strategic vision and execution of subscription and marketing operations. With a deep expertise in subscription business models, I focus on personalisation and experimentation to expand subscriber bases while ensuring sustainable revenue growth through strategic pricing and retention initiatives.Subscriber Acquisition & EngagementI lead user acquisition and engagement efforts, managing website messaging, user journeys, and… Show more As the Head of Subscriptions Development, I drive the strategic vision and execution of subscription and marketing operations. With a deep expertise in subscription business models, I focus on personalisation and experimentation to expand subscriber bases while ensuring sustainable revenue growth through strategic pricing and retention initiatives.Subscriber Acquisition & EngagementI lead user acquisition and engagement efforts, managing website messaging, user journeys, and content metering strategies. From new user registrations to newsletter sign-ups and subscriber conversions, I leverage personalisation and experimentation to create impactful onsite experiences. Collaborating closely with brand and marketing teams, I ensure that every user receives the most relevant and compelling messages.Subscriber Revenue & PricingI design and implement strategic pricing models that balance revenue growth with subscriber retention. My work involves managing price adjustments for tens of thousands of subscribers, optimising for profitability while minimising churn. By utilising demographic insights and data, I execute sustainable price increases that align with business goals and subscriber retention.Data & AnalyticsIn my role, data is the cornerstone of every strategic decision. I oversee the collection, analysis, and interpretation of subscriber acquisition data as well as the integrity of tracking throughout the subscriber journey. By ensuring the accuracy and validity of this data, I provide actionable insights that drive personalisation strategies, pricing models, and retention initiatives. These insights inform day-to-day operations and guide long-term strategic planning.Through continuous A/B testing and predictive modeling, I enable the business to anticipate subscriber fluctuations and respond with proactive action. This data-driven mindset ensures that all initiatives are aligned with both customer expectations and business objectives. Show less

I personalise and streamline the subscription process for The Sydney Morning Herald, The Age and The Australian Financial Review using behavioural analytics and custom audience segments. My mission is to make a visitor's journey to membership or subscription effortless and welcoming while leveraging the personalisation and A/B testing capabilities of Optimizely coupled with first and second party data gathered in Adobe Audience Manager. I work closely with the Customer Marketing team to… Show more I personalise and streamline the subscription process for The Sydney Morning Herald, The Age and The Australian Financial Review using behavioural analytics and custom audience segments. My mission is to make a visitor's journey to membership or subscription effortless and welcoming while leveraging the personalisation and A/B testing capabilities of Optimizely coupled with first and second party data gathered in Adobe Audience Manager. I work closely with the Customer Marketing team to align audiences with marketing campaigns to deliver qualified prospects to the most optimised conversion experience. Show less

National Data & Insights Director at Columbus, Sydney with a focus on analytics, attribution and conversion. Responsible for the product growth, development & profitability of the Data & Insights product for Columbus nationally, encompassing:• Analytics implementations, audits and insights• Attribution model development (Google Analytics, DoubleClick [DCM])• Reporting • Google Tag Manager implementations and governance• Conversion Rate Optimisation (A/B, MVT & Multi-page… Show more National Data & Insights Director at Columbus, Sydney with a focus on analytics, attribution and conversion. Responsible for the product growth, development & profitability of the Data & Insights product for Columbus nationally, encompassing:• Analytics implementations, audits and insights• Attribution model development (Google Analytics, DoubleClick [DCM])• Reporting • Google Tag Manager implementations and governance• Conversion Rate Optimisation (A/B, MVT & Multi-page Testing)• Landing Page OptimisationSpecialties include: * Analytics implementations & insights * Conversion rate optimisation * Google Tag Manager implementation and tag governance * Attribution modelling (GA & DoubleClick) Show less

Data driven SEO strategy and recommendations for some of Australia's top brands in the telecommunications, insurance and banking verticals. Key Responsibilities:• Custom SEO report development• Insights based on analytics, search engine rankings and online activity• Traffic and performance analysis• Stakeholder management for all clients• Sales and business development• Management of a team of 4 SEO analysts

Employed as the SEO Manager for China's largest travel booking website, Ctrip in Shanghai.Responsible for designing the reporting system and all strategies related to the improvement of organic Google/Yahoo rankings as well as providing regular content updates for the website.Improved traffic statistics and sales by 300% from the previous year.Analysed traffic flow throughout a website to identify shortcomings in structure and design that lead to loss of conversion.Provided… Show more Employed as the SEO Manager for China's largest travel booking website, Ctrip in Shanghai.Responsible for designing the reporting system and all strategies related to the improvement of organic Google/Yahoo rankings as well as providing regular content updates for the website.Improved traffic statistics and sales by 300% from the previous year.Analysed traffic flow throughout a website to identify shortcomings in structure and design that lead to loss of conversion.Provided regular training to the in-house editors to improve the SEO value of the copy they produced. Show less